{"id":390,"date":"2017-10-09T09:56:53","date_gmt":"2017-10-09T07:56:53","guid":{"rendered":"http:\/\/quares.es\/?p=390"},"modified":"2024-07-12T07:05:12","modified_gmt":"2024-07-12T05:05:12","slug":"transformacion-digital-de-la-industria-editorial-repensando-la-edicion-impresa","status":"publish","type":"post","link":"https:\/\/quares.es\/es\/transformacion-digital-de-la-industria-editorial-repensando-la-edicion-impresa\/","title":{"rendered":"TRANSFORMACI\u00d3N DIGITAL DE LA INDUSTRIA EDITORIAL: REPENSANDO LA EDICI\u00d3N IMPRESA"},"content":{"rendered":"<p>Cuando empezaron a comercializarse las primeras versiones digitales de libros, algunos auguraron que a las <strong>versiones impresas les quedaban pocos a\u00f1os de vida<\/strong>, sin embargo, la realidad ha demostrado que las versiones impresas siguen vivas y que les queda a\u00fan <strong>un buen futuro por delante.<\/strong> Eso no significa que el negocio del libro impreso no se haya visto afectado y que est\u00e9 <strong>siendo transformado por las versiones digitales<\/strong> y, sobre todo, por las nuevas formas de consumo y comercio del contenido editorial.<\/p>\n<p>Cuando en el a\u00f1o 2002 instalamos el primer contenedor digital para la comercializaci\u00f3n de ebooks en espa\u00f1ol, no exist\u00eda <strong>ni contenidos ni consumidores ni dispositivos<\/strong> para su lectura que no fueran ordenadores. En esos momentos ni Amazon ten\u00eda en marcha su Kindle ni Apple hab\u00eda desarrollado su iPhone con el ibook store. La compa\u00f1\u00eda que yo dirig\u00eda se convirti\u00f3 en los siguientes a\u00f1os en <strong>el principal proveedor de contenido en espa\u00f1ol para ambas compa\u00f1\u00edas<\/strong> y vivimos en primera persona como nac\u00edan otras compa\u00f1\u00edas que desarrollaron proyectos orientados a la comercializaci\u00f3n de contenidos editoriales en formato digital. Hoy, sin ninguna duda, podemos decir que <strong>no se han cumplido ni de lejos las expectativas que la mayor\u00eda ten\u00edamos sobre la evoluci\u00f3n del consumo digital de contenidos<\/strong>. Aunque mas bien deber\u00eda decir <strong>el consumo LEGAL de contenido digital<\/strong>, pues hoy la industria editorial est\u00e1 viviendo en sus propias carnes lo que la industria musical vivi\u00f3 20 a\u00f1os atr\u00e1s.<\/p>\n<p><strong>Hay futuro para el libro impreso<\/strong>, como tambi\u00e9n lo hay para los peri\u00f3dicos que han sabido repensar su edici\u00f3n impresa. En este sentido, tengo que referenciar el libro de Ismael Nafria La Reinvenci\u00f3n del NYT en el que detalla c\u00f3mo, la compa\u00f1\u00eda editora del NYT, ha dise\u00f1ado una serie de estrategias <strong>para reforzar su edici\u00f3n impresa<\/strong> que sigue siendo <strong>su<\/strong> <strong>principal fuente de ingresos<\/strong>. Estas estrategias est\u00e1n dise\u00f1adas para, por un lado, atender la demanda de sus consumidores y, por otro lado, adaptar su producto editorial y su estrategia comercial a los nuevos tiempos, al nuevo entorno y a los nuevos modos de consumir informaci\u00f3n.<\/p>\n<p>Algunas <strong>ideas para repensar las ediciones impresas<\/strong> de publicaciones generales:<\/p>\n<ul>\n<li><strong>Personalizaci\u00f3n en l\u00ednea de contenidos y\/o portadas<\/strong>. Esto posibilita la creaci\u00f3n de m\u00faltiples productos, a demanda de los consumidores, a partir de una sola publicaci\u00f3n.<\/li>\n<li><strong>Creaci\u00f3n de productos editoriales de nicho<\/strong> mediante proyectos editoriales de tiradas extremadamente cortas a demanda. Crecimiento lateral para ocupar mercados o generar nuevos contenidos comercializables.<\/li>\n<li><strong>Creaci\u00f3n de estrategias para potenciar el long tail de cat\u00e1logos hist\u00f3ricos<\/strong> y la integraci\u00f3n del cat\u00e1logo completo editorial en sistemas de distribuci\u00f3n a demanda.<\/li>\n<li><strong>Integrar ofertas que combinen los libros f\u00edsicos y digitales<\/strong> en una misma compra mediante la incorporaci\u00f3n de c\u00f3digos personalizados.<\/li>\n<\/ul>\n<p>Para implantar estas propuestas o para dise\u00f1ar otras que nos ayuden a repensar las ediciones impresas, <strong>es necesario disponer de un equipo experto que pueda concentrarse en conocer y potenciar los tradicionales productos editoriales impresos<\/strong>. Un equipo in house o una compa\u00f1\u00eda externa que <strong>ayude a la compa\u00f1\u00eda a repensar el actual producto impreso en su conjunto<\/strong>, buscando elementos que permitan dar valor diferencial a la edici\u00f3n impresa de los mismos.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando empezaron a comercializarse las primeras versiones digitales de libros, algunos auguraron que a las versiones impresas les quedaban pocos a\u00f1os de vida, sin embargo, la realidad ha demostrado que las versiones impresas siguen vivas [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":391,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformacion-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TRANSFORMACI\u00d3N DIGITAL DE LA INDUSTRIA EDITORIAL: REPENSANDO LA EDICI\u00d3N IMPRESA - Quares<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/quares.es\/es\/transformacion-digital-de-la-industria-editorial-repensando-la-edicion-impresa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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